Relationship marketing re-imagined : : marketing's inevitable shift from exchanges to value cocreating relationships / / Naresh K. Malhotra, Can Uslay, and Ahmet Bayraktar.
Marketing is arguably amidst a paradigm shift. Marketing orientation is shifting away from creating exchanges (sales) to creating value (satisfaction) and relationships (cocreating value). Ultimately, the main objective of all marketing activities is value creation. In vast majority of cases, value...
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| Superior document: | Marketing strategy collection, |
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| Place / Publishing House: | New York, New York (222 East 46th Street, New York, NY 10017) : : Business Expert Press,, 2016. |
| Year of Publication: | 2016 |
| Edition: | First edition. |
| Language: | English |
| Series: | Marketing strategy collection.
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| Online Access: | |
| Physical Description: | 1 online resource (xii, 162 pages) |
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